After a year and 43 different attempts, Cecilia Berglund finally got a place approved for her Ecocamp - then the pandemic hit. With courage, cooperation and an inability to give up, the setback was the start of something new and exciting.
Cecilia Berglund has worked in tourism and the hospitality industry all her life. As a child, she accompanied the family business Berglunds Serveringar and sold food in various forms around southern Sweden. Everyone contributed and it became a useful school and gateway to the service profession that has come to shape a large part of her life.
- Since the years with the family business, it has been natural for me to work in the hospitality industry in one way or another. I love the industry because it's so weird, sprawling and broad. There is so much to discover, learn and combine.
Before finally ending up in Umeå, Cecilia worked abroad for eight years. These ranged from cocktail waitress in Greece, bar manager in the Swiss Alps and receptionist in multi-star luxury hotels. In Umeå, she worked her way through the usual channels and after a while became a strategic sales manager at Scandic's head office, which then led to a nice position at the then newly established destination company Visit Umeå, responsible for meetings and conferences.
- I have always worked my way up, gaining experience and developing new skills. The time with the family business, the years abroad and the more strategic positions at Scandic and Visit Umeå have given me an incredible education.
It was five important years with Visit Umeå, but in the end the lack of the pure service profession became too great. That's when the dream of something of my own began to take shape.
- I wanted to get back to what has always fascinated and captivated me, helping and guiding people to experience something extraordinary. At Visit Umeå, we communicated that nature was just around the corner, but I felt that few really managed to show it.
That's where the experience company Ecocamp was born. Northern Sweden's unique nature experiences with a focus on food, nature and culture - Umeå's first Glamping company (Glamping is the combination of the best of camping life with a luxury hotel stay. Glamour meets camping).
Not the type to give up
With the support of the business incubator eXpression Umeå, Cecilia gave herself the time and opportunity to develop her offer and brand. The goal was to find a place for a sustainable and luxurious camp on the outskirts of Umeå - a new and exciting way for people to meet.
- I went through 43 different sites but all were busy, controlled by restrictions or too close to something that shouldn't be disturbed - a rare woodpecker, for example. The people in charge at the municipality were very helpful, especially Karin Björk, but it was difficult to find a site that worked. For me, it was about not losing focus.
It took a year of searching, lots of meetings, phone calls and emails before Cecilia finally found the perfect place.
Then the pandemic broke out.
- It was extremely sad. It was just packing up, but I couldn't just let it all go. I had to take a few steps back and find my way back to my "why", my mission and my purpose. That's when I landed on the fact that it was an outdoor agency I had started.
The network opened up opportunities
"We can't have meetings as usual because of the pandemic, we can't take the risk, can you arrange something?".
The network and industry experience Cecilia had built up over the years did not stop paying dividends despite the ups and downs. On the contrary, new windows opened wide as the door slammed shut in her face - and Cecilia is not one to hesitate when the opportunity arises.
- I felt there was a demand, it just looked different. I combined what I heard from the network with trend-spotting, surveys and scrolling meters of online statistics. There was an opportunity, a golden hole in the market that I wanted to fill.
The glamping equipment had to be put aside, or at least used for other purposes, as flexible outdoor business meetings became the order of the day. Tailor-made solutions, with everything ready to go, were desired for both large and small groups.
The network provided both customers and partners. New experiences could be combined with offers from industry colleagues and suddenly new doors were on the horizon.
- I love networking and building something together with others. It's not a cliché that one plus one equals three. I'm inspired by other people's areas of expertise and combining networks and resources almost always opens up new opportunities. I don't know if it's a northern thing, but I feel that there is a great trust in each other up here and that people are genuinely interested in others' success.
Dare to combine new
We should not hide the fact that the tourism industry is in crisis. There are many who see their life's work hanging by a thread. But Cecilia wants to spread hope.
- There is an opportunity to combine new experiences with existing ones and repackage parts of the offer to meet the demand that is currently emerging in the wake of the pandemic. To succeed, I think it will take a lot of creative courage, curious solutions and an open and generous attitude. We must dare to take the risk, because what is the alternative?
Fact box
Name: Cecilia Berglund
Age: Almost 40 years, finally!
Family: 2 children, dog and partner
Bor: In the forest
Preferably eat: everything from spaghetti to oysters
Currently listening to: Very John Mayer
Currently watching: David Attenbourough
Last book I read: Mother gets married
When I'm not working: Ute!
My best tip: take the lunch box out. If you have more time, invite a lovely group of people over and make a crumb pie over a fire and brew coffee in a cosy spot. My favourite places are: the Arboretum, the Villanäs bird tower and unspoilt beaches along the coast. (we have almost 40 miles of unspoilt coastline)
The tourism industry in figures
- Tourism consumption in Sweden amounted to SEK 306 billion in 2019. This is an increase of 0.7 per cent compared to the previous year, or SEK 5 billion.
- The value added of tourism amounted to SEK 127 billion or 2.5 per cent of GDP in 2019.
- The tourism industry employed around 126 000 people in 2019.
- Total tourism consumption in Sweden in 2019 consisted of 35 per cent trade, 22 per cent accommodation, 19 per cent transport and 9 per cent restaurants (other 15 %).
Source: Tillväxtverket
